By following the below best practices, you will improve the perception of your event among potential attendees and increase the word of mouth marketing related to your conferences, meetings and trade shows.

Access To Historical Information Is Deemed By Attendees The Most Valuable Feature Of An Interaction

Make it easy for your attendees to see what has happened at your past events so they have a better understanding of what they can expect in future events. Providing pictures, videos, agendas and other materials from past events is often critical to helping your attendees understand the value your event will provide.

Attendee Testimonials Are Great Evidence

Some of the best historical information you can provide them is the testimonial of previous attendees. Testimonials will help the potential attendee better understand the value they will obtain from your event and also create rapport to help the potential attendee build a relationship with your event.

Case Study: The Masters In Motion Conference

One of the very first things on their website is a testimonial from a distinguished attendee. His testimonial espouses not only what happens at the event but also why potential attendees should come and what he looks forward to at the conference.

No Fake Testimonials

The other key component of his testimonial is that it does not feel forced, or too formal. In fact it is rather colloquial and sounds authentic (e.g. "it is a blast" not "the educational tracks were exceptional") as if you were speaking directly with him after the event.

Challenge Potential Attendees To Action

Attendee Testimonial #2

The organizers were not satisfied with one testimonial but took it one step further and included an additional testimonial from a second attendee. This testimonial is different as it is from an "average" attendee who is much more reflective of the targeted audience. It is likely even more effective than the first testimonial because it espouses, in detail

Why he attends the conference (i.e. to be a better filmmaker)

Acknowledges the investment he makes to attend (e.g. "For me it is a considerable investment attending...but I am bringing one of my employees this year too...")

Specific benefits he obtained from attending (e.g. "I got so many great connections and friends...") and

Challenges the potential attendees to action (i.e. "If you want to skyrocket your productions, sign up today and let’s meet at MIM 2013")

Use Testimonials In Social Media

The organizers of the Masters In Motion conference have made sure to use the testimonials where their potential attendees will actually see the them. For example, they have included the testimonial on their website, Facebook Fan page, shared Twitter testimonials and included an excerpt in a promotional online video. It is very likely that these testimonials are also included in their email marketing efforts and any physical literature they send out as well, like post cards promoting the event.

Use Testimonials In Promotional Videos

Online video is shown to be 400 to 700% more effective at increasing response and engagement rates from website visitors. To capitalize on this and to make sure the testimonials are seen even more, The event organizers have used an excerpt from the attendee testimonial in a promotional online video about their event.

Conclusion

In conclusion, potential attendees highly value information about your prior events. The historical information helps potential attendees understand the benefits your attendees will provide them. Attendee testimonials are an effective way to provide this historical information about your event. Testimonials can also be used to help encourage specific actions you want potential attendees to take like registering for your event.

Let Us Know In The Comments BelowHow do you use attendee testimonials to promote your event?